Browns Shoes has opened its new flagship store at CF Toronto Eaton Centre as the Montreal-based footwear retailer advances a series of new store openings, expansions and renovations across Canada. The company is preparing locations in British Columbia, Ontario and Quebec, while investing in larger premises and updated store environments within its existing network.
Eric Ouaknine, Chief Retail Officer of Browns Shoes, told Retail Insider that the company is pleased with the early response to its new Toronto flagship, which replaces a smaller location upstairs within the downtown shopping centre. The opening follows several years of planning and represents a significant investment in the retailer’s physical store network.
“We had very high expectations for this location, and the first few days have certainly reinforced our confidence in it,” Ouaknine said. He reported increased traffic and a positive response from shoppers, although the store had been operating for only a few days when he provided the update.
The new flagship occupies a prominent location on Level 2 of CF Toronto Eaton Centre, near Apple and Alo Yoga, combining two retail units into a larger space. It replaces a Browns store on Level 3 that had operated for more than a decade, with Ouaknine previously indicating that the replacement would be approximately 70% larger.
The project involved working with shopping centre owner Cadillac Fairview to secure the premises, with David Garbuz of Oberfeld Snowcap representing Browns in its leasing activities. The relocation gives the retailer a larger presence in downtown Toronto, where the shopping centre attracts office workers, residents and tourists.
The interior introduces a warmer design direction, incorporating greenery and two large olive trees featuring trunks imported from Spain. While the trees are among the store’s most distinctive features, Ouaknine said the overall environment is what makes the new location successful.
“It feels warm, elevated, yet welcoming and very much like Browns,” he said. “I think it’s one of the best expressions of our brand we’ve done to date.”
New Store Openings Planned Across Canada
Browns is advancing several projects that will extend its Canadian network into 2027, including new stores in Ontario, British Columbia and Quebec. A location at CF Masonville Place in London, Ontario, has opened, while construction is underway at Orchard Park Shopping Centre in Kelowna.
The Kelowna store is expected to open toward the end of January 2027, according to Ouaknine. Browns is also planning locations at Devonshire Mall in Windsor, Ontario, and Place du Royaume in Chicoutimi, Quebec, later in 2027.
Ouaknine said the Masonville store is performing well following its opening, citing London’s large student population as an important customer group. He noted that Browns has historically connected well with that demographic and is encouraged by the initial response.
The retailer previously identified Windsor and Chicoutimi among its planned expansion markets, while the latest update provides a more specific opening target for Kelowna and confirms that construction is underway. Several additional projects are also in development, although the company is not yet prepared to identify those locations.
“We have several more major projects in the works for 2027, so it’s going to be a very busy year for us,” Ouaknine said.
Founded in Montreal in 1940, Browns has a national network of more than 70 stores. Its expansion plans include new stores alongside investments in existing premises, reflecting the company’s continued focus on physical retail.
Browns Investing in Larger and Updated Stores
Alongside its new-store pipeline, Browns is preparing several projects within its existing network. Ouaknine confirmed that the company’s Place Ste-Foy location in Quebec City is expanding, while its Vaughan Mills store in the Greater Toronto Area is scheduled for renovation.
Two other GTA stores are negotiating relocations into larger spaces, although those agreements have not yet been finalized and the shopping centres have not been disclosed.
The investment program follows improvements elsewhere in the country, including work at Halifax Shopping Centre and an expansion at CF Rideau Centre in Ottawa. Ouaknine previously described the Ottawa project as providing approximately 113 feet of storefront frontage, giving Browns greater visibility within the shopping centre.
For shopping centre landlords, the projects represent continued investment by an established Canadian footwear retailer in larger premises and updated store environments. Browns is pursuing additional markets while committing capital to locations where it already operates, combining geographic expansion with improvements to its existing portfolio.
Two Toronto Flagships Serve Different Markets
The opening at CF Toronto Eaton Centre gives Browns two prominent Toronto flagship locations, alongside its store at Yorkdale Shopping Centre. Ouaknine said the two properties serve different customer groups, allowing the company to maintain major investments in both destinations.
Yorkdale, where Browns completed a substantial store redesign in late 2022, attracts premium shoppers who often visit with specific purchasing intentions. Eaton Centre serves a broader downtown audience that includes residents, office workers and tourists, creating different opportunities for the retailer.
“They complement each other,” Ouaknine said. “Yorkdale is a premium destination and attracts a customer who is going there very intentionally to shop. Eaton Centre gives us incredible exposure in the heart of downtown Toronto, with a much broader mix of customers — locals, office traffic and tourists.”
The different customer profiles allow the two stores to play complementary roles within the same metropolitan market. Both are designed to represent the Browns brand at a high level while responding to the characteristics of their respective shopping destinations.
Footwear Demand Remains Resilient
The expansion comes as Canadian consumers continue to approach discretionary purchases selectively, with affordability remaining a concern across the retail sector. Ouaknine said Browns has nevertheless been pleased with footwear demand through the fall, particularly customers’ response to new merchandise.
“The consumer is definitely being selective, but they’re still shopping and they’re responding to newness and great product,” he said. The company is heading into the holiday season with an assortment combining established international footwear brands and collections exclusive to Browns.
Its brand portfolio includes Birkenstock, On, UGG and adidas, alongside proprietary offerings such as Wishbone and Artica. Ouaknine previously identified strong demand for several major brand partners, while his latest comments indicate continued investment in exclusive merchandise.
Wishbone, which Ouaknine said is approaching its 14th year, continues to develop across product categories and is performing well during the fall and winter season. Browns is also emphasizing its Artica waterproof winter footwear collection, which includes dress footwear and insulated boots.
Browns also plans to continue investing in technology, artificial intelligence, customer experience and employee development alongside its store network. Ouaknine said the new CF Toronto Eaton Centre flagship represents the company’s current design direction, although the business is already considering improvements for future locations.
“You open what you think is your best store and almost immediately start thinking about how you can make the next one even better,” he said.
